In a new annual observance to recognize auto retailers’ contributions to the industry, Spectrum Automotive Holdings has designated May 19 as National Automotive Dealer Day.

The company registered the observance to recognize the economic and cultural contributions of auto dealers. It encouraged industry professionals to mark the occasion with social media posts and with events at dealerships to boost employee culture and morale.

Auto retailers strengthen local economies and create jobs, along with engaging and supporting their local communities, Spectrum said. They also innovate technological advancements and serve as vital connections between automakers and auto consumers.

“On National Automotive Dealer Day, we proudly honor and celebrate automotive dealers across the country. Your unwavering commitment, resilience, and dedication not only drive innovation and excellence within our industry but also deeply enrich your communities,” said Spectrum CEO John Hammer. “Thank you for your tireless efforts and partnership. Congratulations on all your achievements—we look forward to navigating the road ahead together.”

Auto dealers go above and beyond profit-building to help develop the auto technician sector, manage vehicle recall repairs, and even foster environmental protections, such as making their stores LEED-certified and installing solar energy systems, Spectrum pointed out.

“By setting aside a special day each year, we highlight both the historical legacy and the forward-looking innovation and dedication of automotive dealers, celebrating their essential presence in every community across the country,” the company said.

Spectrum also recently registered National Automotive Industry Day, which will be observed on Oct. 1 to recognize auto sector achievements.